Old Navy Follows Viral Hit With Another Back-to-School Music Video
Posted in: Uncategorized
Old Navy is following up last year’s viral hit — “Unlimited” — with a new online music video this back-to-school season, created in partnership with DreamWorks Animation’s AwesomenessTV.
Like last year’s video, which amassed more than 5.7 million YouTube views, the new original “#Unlimited” track centers on the anxieties of the first day of school, while also exploring what it means for kids to unlock their full potential. The online video, which will be the heart of Old Navy’s back-to-school effort, adds to the brand’s growing archive of digital video content.
The retailer has been shifting its ad dollars away from TV and towards digital video for the past few years, and is currently spending about half as much on TV as it did three years ago, according to Chief Marketing Officer Ivan Wicksteed. Old Navy does not plan to continue reducing its TV spending significantly, but it will continue to shift funds online.
Post a Comment